Online Relationship Marketing on Engagement and Customer Loyalty toward Mobile Phone Network Service Providers in Thailand
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The objectives of this research are to study the influence of online relationship marketing on customer engagement, and to study the influence of customer engagement on customer loyalty toward mobile phone network service providers in Thailand. The sample group consists of 400 customers who use mobile phone network services, both prepaid and the monthly system, in Thailand. The researcher used questionnaires as the research instrument, and the data analysis was conducted via a structural equation model. The result found that the online relationship marketing factor consists of four areas: trust, commitment, empathy, and bonding, all of which have a direct and positive impact on customer engagement. In addition, these factors also have indirect and positive effects on customer loyalty through customer engagement. Furthermore, customer engagement has direct, positive effects on customer loyalty.
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